Content Hub
A combination of stars and stories is the need of the hour: Viacom18 Studios’ Ajit Andhare
MUMBAI: A fireside chat between Viacom18 Studios COO Ajit Andhare and Film Companion founder and editor Anupama Chopra at The Content Hub 2020 saw him talk about discovering new stories and new talent as well as the need for studios to be open for stories coming from everywhere.
Andhare finds regional cinema an exciting space. It is far ahead in experimentation compared to Hindi cinema. Directors down South are willing to take creative risks.
Andhare, when asked about revealing the secret behind choosing a movie, said, “It is actually reacting to what is happening around you. You instantly respond to the material that you identify with. You only go with stories that make sense to you and that has been the approach. One also needs to do something which is meaningful as well. I think the earnest approach is responding to instincts and also making an effort to look sideways other than only the front.”
When asked about keeping box-office the priority Andhare said, “We do think of box-office but at a later stage. The first thing you see is the consumer and for theatre-going audiences, Bollywood actors are at the heart of the universe of films, you cannot take that away from them. But today you cannot just go with a star-led project; it is also important to look at the content. Even the star needs a story. A combination of stars and stories is the need of the hour.”
Andhare also shared his thought on Intellectual Property (IP) becoming bigger than the actors playing a character. He added, “Today Singham or Sooryavanshi the entire franchise is clearly attracting a lot of stars in the project. When you look at other conventional franchises like Dhoom, they may be doing a series of films but look at the amount of business they are making. We are clearly moving the franchise way. It is a constant effort between studios to develop franchises. However, we are at the stage where a character is not the franchise like in the case of Hollywood movies such as Spiderman or Superman. It is the concept that is a franchise. Eventually, we will get to a point where franchise only of a character will become the big idea.”
According to Andhare, the biggest challenge is to try to answer the question of what is working. “With this, you are not bringing your instinct you are just trying to second guess the formula of success,” he said.
Mumbai: Exploring the shift from regional to national content, this synopsis delves into the trends and challenges. It navigates the transformation, analyzing industry dynamics, emerging trends, and the hurdles faced. From preserving regional variation to adapting to a broader audience, it examines the multifaceted journey of regional content evolving into a national narrative. In what ways do the emerging trends and challenges influence the dynamics of the entertainment industry during this transition? How can creators navigate these changes effectively? What strategic approaches can content creators adopt to strike a balance between maintaining regional identity and fostering a cohesive national narrative in their work? How can the transition from ‘regional’ to ‘national content’ impact cultural diversity within the entertainment industry, and what measures can be taken to ensure the preservation of regional variation?
In a rapidly evolving media landscape, seasoned industry professionals have offered valuable insights into the transformation of content consumption and production. The session was chaired by Ernst and Young partner Raghav Anand, MMTV chief executive officer P.R. Satheesh, Sony Marathi business head Ajay Bhalwankar, PTC Network chairman & MD Rabindra Narayan, Shemaroo Entertainment COO, Digital, Saurabh Srivastava esteemed voices in the field, have articulated their perspectives on the burgeoning shift towards globalised content.
Rabindra Narayan emphasised the dissolution of regional boundaries in content consumption, attributing it to the accessibility facilitated by global platforms and connectivity options. He predicts a future where language barriers will fade, citing the potential of technology to clone and adapt voices, thus enabling seamless localization across languages.
Saurabh highlighted the democratisation of content creation in the digital era, underscoring its empowerment and revenue potential, particularly in linguistically diverse markets like India. He emphasizes the value of culturally rooted storytelling in filling gaps in content supply, with technology enabling effective monetization, especially through OTT platforms.
Ajay Bhalwan sheds light on the evolving landscape of Hindi and regional language content, noting a significant shift where a substantial portion of content on Hindi film channels originates from regional languages. He accentuates the importance of language in enhancing authenticity and audience engagement, exemplified by the strong resonance of Marathi content in Maharashtra.
PR Satheesh underscored the paramount importance of content quality in driving viewership and transcending language barriers. Drawing parallels with the global popularity of Korean dramas, he advocates for leveraging technology, including AI and real-time translations, to enhance content creation and distribution.
These insightful perspectives collectively echoed the industry’s adaptation to a globalised content landscape, where technology catalyzes innovation and accessibility. As content continues to evolve, these experts offered valuable guidance on navigating the dynamic media landscape and maximizing the impact of storytelling in diverse markets worldwide.
